After his now-famous hateful comments, the founder of Papa John’s was fired. To win back Americans’ hearts and stomachs, they needed to do something big. Seven-foot-one big. So, we leveraged a lifelong fan of the brand—Shaquille O’Neal—to help spread our comeback message: “It’s a Better Day at Papa John’s.”
Board Member
Franchisee
Pizza Lover
We also tapped into Shaq’s massive social following to get the word out, reveal new menu items, and share funny skits starring The Diesel himself.
We created behind-the-scene videos of Shaq giving an uncensored peek into the Papa John’s boardroom and test kitchen.
We also sent Shaq undercover as a Papa John’s delivery driver to win back lapsed customers and help the brand have fun again.
